jd live will invest another 1 billion in cash and traffic every month to support digital human live streaming service providers
2024-09-03
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recently, jd.com announced that it will increase incentives again to attract more high-quality live broadcast service providers and influencers to join, helping brand merchants reduce costs and increase efficiency while creating a more extreme content consumption experience for users. this is another major move by jd.com in content e-commerce after two policy investments in april and june this year.
this time, jd.com will invest an additional 1 billion in cash and traffic resources every month to provide unlimited "real money" subsidies and "real" support to high-quality institutions and talents, providing them with a broader space for growth.
focus on high-quality live broadcast service providers and talents additional cash and traffic resources worth 1 billion per month
as the live streaming e-commerce industry enters its mature stage, more and more consumers are gradually getting used to the consumption form of "watching live streaming shopping". according to a research report by iresearch consulting, the scale of china's live streaming e-commerce market will reach 4.9 trillion yuan in 2023, a year-on-year growth rate of 35.2%. it is expected that the compound annual growth rate of the market scale will reach 18% from 2024 to 2026.
in order to meet users' growing demand for content consumption and help brand merchants better seize the development opportunities of live streaming e-commerce, jd live continues to increase its incentive policies. this time, it will invest an additional 1 billion yuan in cash and traffic resources every month to help brand merchants better use digital human live streaming tools, and introduce more professional service providers and experts to continuously create a healthy, orderly and prosperous live streaming ecosystem.
among them, for the introduction of digital human live broadcast service providers, the platform will invest hundreds of millions of traffic, and fully open up the emergence rights of jd live broadcast channels, search, recommendations and other public channels to provide direct traffic support for digital human live broadcast. by introducing digital human service providers on a large scale, it helps merchants reduce the cost of broadcasting through digital human live broadcast, and nearly 10,000 merchants have benefited so far. at the same time, the platform will also stratify digital human service providers, and improve the digital human product capabilities in terms of cooperation models, cooperation links, etc. in addition to providing 1 million yuan of live broadcast advertising incentives to qualified service providers, there are also additional targeted incentives and other support.
during jd.com's 618 event, jd cloud's yanxi digital human was broadcasting stably in more than 5,000 brand live broadcast rooms, with a total live broadcast time of more than 400,000 hours and a total number of viewers exceeding 100 million. it is expected that by 2025, the number of brand merchants using digital human live broadcasts will exceed 100,000, and the overall digital human live broadcast gmv will double.
in terms of incentives for service providers and talents, jd.com hopes to create a more professional live broadcast ecosystem. to this end, it will introduce industry experts, well-known artists and other expert-level certified talents for 15 popular tracks, and cooperate with jd.com's procurement and sales to create more professional and authoritative live broadcast content. for service providers and talents, jd.com will provide targeted support with tens of millions of cash and hundreds of millions of traffic. if the sales volume reaches a certain scale, they can receive a one-time cash reward of up to 1 million per month. the platform will also provide them with high-commission high-quality goods, and professional operators will provide one-on-one guidance to service providers, helping institutions and talents solve problems in the operation process and quickly achieve business breakthroughs.
it is worth mentioning that this time, the focus will be on recruiting professional live broadcast service providers to settle in the industrial belts, and providing them with all-round support such as targeted communication, precise matchmaking, traffic and policy inclinations, exclusive operation guidance, growth plans, exclusive projects, etc., and working together with the live broadcast service providers of the industrial belts to continue to bring users more "cheap and good" low-priced goods from the source.
nowadays, more and more live broadcast service providers and influencers are growing on jd.com. take the service provider "zigui village broadcast" as an example. since entering jd.com live in june, jd.com has built a dedicated operation team to accurately connect the live broadcast room products with platform resources, and incentivize them through cash rebates and other means. so far, the service provider's live broadcast gmv has reached nearly 10 million.
continue to work hard to build a content ecosystem to create a "more, faster, better and cheaper" content consumption experience for users
2024 is a key year for the development of live streaming e-commerce, and major e-commerce platforms have also made frequent efforts. since the beginning of this year, jd.com has actively laid out its content ecology, focusing on product richness, price extremes, service diversity and other aspects to create a more extreme shopping experience for consumers.
in april this year, jd.com announced that it would invest 1 billion in cash and 1 billion in traffic as rewards, with no upper limit, to attract more original creators and high-quality content organizations to join. during jd.com's 618 promotion, jd.com live once again invested a large amount of cash and traffic support to encourage partner organizations and creators, further boosting everyone's creative enthusiasm.
this year's 618 jd live broadcast delivered a perfect score: jd live broadcast orders increased by more than 200% year-on-year, and the total gmv of goods brought was nearly 10 billion. hundreds of brand presidents appeared in jd live broadcast rooms, launching the industry's first large-scale practice of digital presidents, bringing new growth to the brand. the just-released jd group 2024 second quarter financial report also shows that as the "more, faster, better, and cheaper" user experience becomes more popular, jd's quarterly active users and user shopping frequency continue to maintain double-digit growth momentum.
the person in charge of jd live said that jd has a natural advantage in e-commerce live streaming. compared with other platforms, jd's procurement and sales team is more familiar with products and has access to high-level resources such as brand presidents, which can bring users a richer selection of products and more competitive prices. jd will always encourage high-quality institutions and experts to join with the utmost sincerity, hoping to drive win-win results for users, brand merchants and creators.
over the years, jd.com has focused on cost, efficiency and experience, and actively built a diversified, high-quality content consumption platform to meet consumers' growing demand for content consumption. this year, jd.com has continued to increase its content ecosystem, enriching the consumer experience with high-quality content, and finding new growth points for its partner brands, forming a virtuous cycle of platform development, increased revenue for brands and merchants, and benefits for consumers.
(reporter wang xinlei of dazhong news)
